Sports Marketing

How BT's 'Hope United' Campaign Will Celebrate British Black History

The campaign continues BT's connection to sport to drive change in society

Rio and Anton Ferdinand front part of the Hope United celebration of British Black History. BT
By Stephen Lepitak

October 12, 2021

Ahead of the Uefa Euro 2020 Finals in the summer, British’s largest communications organization BT released a campaign to address the bigotry, racism and hatred that footballers faced through online channels—Hope United.

Stephen Lepitak

Stephen is Adweek's Europe Bureau Chief, based in Glasgow.

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